'What part of the word 'no' don't you understand?'

Caroline Chandy

This paper represents six months' research by the Publicis Trends Group. Context Analysis(tm) was used as the proprietary research tool based on the premise that what is seen, read and heard in the media today affects behaviour tomorrow, to identify key Macro Trends.

'What Part Of The Word 'No' Don't You Understand?'

Why the dissatisfied consumer will not put up with arrogant brands any longer

Caroline Chandy Publicis

Introduction

As part of our regular monitoring of consumer trends, Publicis has observed a new mood emerging amongst the British population over the last two years. Britons are becoming much more assertive in how they relate to brands, to other people, to their employers and in the way they live their lives.

In our report in 2001 'The Dissatisfaction Syndrome', we identified how Britain had become a nation of dissatisfied people. Our survey showed...

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